Align Technology’s Customer Acquisition Strategy Driving Market Growth

Align Technology (ALGN) increased its expenditure toward consumer marketing by 60% in 2017. The increase in Invisalign treatment adoption rates across the teen and adult segments are driven by the company’s consumer marketing and sales initiatives. Peers Dentsply Sirona (XRAY), Zimmer Biomet Holdings (ZBH), and Henry Schein (HSIC) expect to post SG&A (selling, general, and administrative) expenses of 37.0%, 38.0%, and 20.0%, respectively, in their recent fiscal years.